Options seem to plague our daily lives. I once heard that " don't manage your time but manage your energy." That being said, choices that we encounter all day depletes our energy that most of the time we earmark for something more meaningful. I started this project with excitement and I jumped right away in investigating anything about choices and authentication. I gathered and formulated the key hypothesis that I knew would benefit the product. Our process in Capital One has trained me that empathy is the foundation of every great customer experience. Customer's perspectives, pain-points, and insights should guide my craftsmanship.
As I started creating the experience, I placed myself in their mindset. I visualized the experience where the customer looks at authentication through the lens of a door or a portal to their home. This visual narrative that played in my head gave me a different perspective on how customers perceive digital authentication and security. Their objective is to enter an authentication experience / a door, get presented with a lock / UN&PW, and finally be at their final destination.
If you offer a key to the customers, what is the fallback? We found that they always duplicate their keys in case their primary key gets lost. If the password is the fallback key, are we communicating that clearly?
Additional questions that have surfaced include: If choices and alternatives bogged down customers, would that sentiment be true for digital products and financial security? Key insights: Customers hold their financial information, situation, and credentials near and dear to their heart. They will write their password and lock it in a safe. They will not even download a financial app to their mobile device because some of them find it unsafe or vulnerable to hacking even though they placed a robust UN&PW on those financial apps. These sentiments emerged in our research. I incorporated them in walk-throughs, learn more's, and other teachable interactions that provided a huge benefit to both the product and the users.
Iterate, test, iterate....
1. How do we offer the options, specially if we are introducing it in an onboarding experience? 2. How would they like to manage their security options (Sureswipe, Passwords, TouchID)? Settings - Maybe. Should we educate them there?
3. What other aspects of alternative authentication can we communicate in this space?
These were just a few questions that we wanted to elicit to our users.
Our research provided us guidance to what kind of interaction is impactful. That also informs us how to position the options in the right part of the onboarding experience. Bold options were appropriate in this scenario.
What I uncovered- As the customer chose the appropriate key or sign-in-option, they do not know what is the other option's set-up experience. For them, the only thing in their mind is the choice they made and the task it presents. TouchID definitely fits the convenience but provides questions around security. Sureswipe is nice because it is very specific, like a password.
When redirected- the UX needs to be clear on the specific request and message. Frustration is just around the corner, and it may cause abandonment. The direction you provide the customer is critical here. You just suddenly throw them out of your application or existing experience and ask them to do something, in their perspective, they will start asking- "how can I come back?", "how can I continue?"
Also, paying attention to button blindness specially in an onboarding task made sense. The customer can get continue/trigger happy around buttons. Are we providing enough context for them to make the right decisions? Are they aware of the decision they made? Here, driving a contextual and succinct message works.
I am very fortunate to work with great and talented Capital One designers, their guidance and collaborative energy made this experience a success: Beth Shoup, Jason Bryant and Sabrina Ngai.